Chapter 4 Flashcards
Market research ethics
Taking an ethical and aboveboard approach to conducting market research that does no harm to the participant in the process of conducting the research.
Database
An organized collection (often electronic) of data that can be searched and queried to provide information about contacts, products, customers, inventory, and more.
Marketing information system (MIS)
A process that first determines what information marketing managers need and then gathers, sorts, analyzes, stores, and distributes relevant and timely marketing information to system users.
Intranet
An internal corporate communication network that uses Internet technology to link company departments, employees, and databases.
Market intelligence system
A method by which marketers get information about everyday happenings in the marketing environment.
Reverse engineering
The process of physically deconstructing a competitors product to determine how it’s put together.
Market research
The process of collecting, analyzing, and interpreting data about customers, competitors, and the business environment in order to improve marketing effectiveness.
Syndicated research
Research by firms that collect data on regular basis and sell the reports to multiple firms.
Marketing decision support system(MDSS)
The data, analysis software, and interactive software that allows managers to conduct analyses and find the information they need.
Data
Raw, unorganized facts that need to be processed.
Information
Interpreted data.
Customer insights
The collection, deployment, and interpretation of information that allows a business to acquire, develop, and retain their customers.
Research design
A plan that specifies what information marketers will collect and what type of study they will do.
Secondary data
Data that has been collected for some purpose other than the problem at hand.
Primary data
Data from research conducted to help make a specific decision.
Exploratory research
A technique that marketers use to generate insights for future, more rigorous studies.
Focus group
A product-oriented discussion among a small group of customers led by a trained moderator.
Case study
A comprehensive examination of a particular firm or organization
Ethnography
An approach to research based on observations of people in their own homes or communities.
Descriptive research
A tool that probes more systematically into the problem and bases its conclusions on large numbers of observations.
Cross-sectional design
A type of descriptive technique that involves the systematic collection of quantitative information.
Longitudinal design
A technique that tracks the responses of the same sample of respondents over time.
Causal research
A technique that attempts to understand cause-and-effect relationships.
Experiments
A technique that tests predicted relationships among variables in a controlled environment.
Neuromarketing
A type of brain research that uses technologies such as functional magnetic resonance imaging (fMRI) to measure brain activity to better understand why consumers make the decisions they do.
Telemarketing
The use of the telephone to sell directly to consumers and business customers.
Mall intercept
A study in which researchers recruit shoppers in malls or other public areas.
Unobtrusive measure
Measuring traces of physical evidence that remains after some action has been taken.
Cookies
Text files inserted by website sponsor into a Web surfer’s hard drive that allows the site to track the surfer’s moves.
Predictive technology
Analysis techniques that use shopping patterns of large numbers of people to determine which products are likely to be purchased if others are.
Bounce rate
A marketing metric for analyzing website traffic. It represents the percentage of visitors who enter the site and “bounce” rather than continuing viewing other pages within the same overall site.
Bounce rate formula
total number of visitors viewing one page only divided by total entries to the web page
Validity
The extent to which research actually measures what it was intended to measure
Representativeness
The extent to which consumers in a study are similar to a larger group in which the organization has an interest.
Reliability
The extent to which research measurement techniques are free of errors
Sampling
The process of selecting respondents for a study.
Probability sample
A sample in which each member of the population has some known chance of being included.
Non-probability sample
A sample in which personal judgement is used to select respondents.
Convenience sample
A nonprobability sample composed of individuals who just happen to be available when and where the data is being collected.
Back-translation
The process of translating material to a foreign language and then back to the original language.
